Your Potential Customer's Available Attention is Limited!
"Keeping up with everything in your world would require way more attention than you actually have to work with. To compensate, you filter: you ration your attention, allocating more to things you care about and less to things you don’t. So does everyone else, including your potential prospects. To get someone’s attention, you have to find a way around their filters. In order to be noticed, you need to find a way to earn that attention by being more interesting or useful than the competing alternatives." - from the best-selling book, The Personal MBA